Superdry has turned to the young Lord Voldemort to front its latest collection.

Actor Hero Fiennes Tiffin, who played the villain as a child in the film Harry Potter and the Half-Blood Prince, is the face of the Cheltenham fashion retailer's autumn Heroes and Rebels campaign.

Creative director Phil Dickinson said: "The original and vintage style category is one of our hallmark aesthetics, loved by style obsessed around the world and across generations.

"We have an authentic approach to craftsmanship and a true spirit in the narrative of this collection.

"We were looking for an icon to embody that relaxed confidence and bring a level of rebellious charm."

The campaign was inspired by a collection of photographs by Joseph Sterling from 1959-64 entitled The Age of Adolescence with the retailer saying it wanted to bring America's rebellious teenage book culture into the 21st century.

The 22-year-old actor is the nephew of actors Joseph and Ralph Fiennes - who played Voldemort throughout the movie franchise - who are cousins of the adventurer Sir Ranulph Fiennes.